Lotus F1 has taken a step forward in 2012 with Kimi Raikkonen currently third in the points with only one race left in the season. He has signed to remain with the team next season. Romain Grosjean is eighth in points in the second Lotus entry but he has yet to be confirmed as the pilot of the second car in 2013. Coca-Cola cited the fact that Lotus is an "emerging challenger" as a main reason why they wanted to partner with them.
“We are proud that The Coca-Cola Company has chosen Lotus F1 Team as the best vehicle to represent the burn brand in its most high-profile partnership," said Lotus team boss Eric Boullier. “We are excited to partner with burn to build a new and innovative model for sponsorships that will combine experiences, content creation and social media, an area in which our team has been at the cutting edge in Formula One for the past 18 months, recording the highest growth rate amongst fans this year.”